This disclosure describes techniques to measure the effectiveness of advertising campaigns. For example, the techniques can be implemented to measure brand lift generated by an advertising campaign. Advertisements are displayed to a set of users that form a treatment group and are selectively withheld from another set of users that form a control group. Offers of discounts, coupons, complementary samples, etc. are provided to both sets of users. Uptake of offers by users in the control and treatment groups is utilized to measure brand lift from the advertisements.
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Lupei, Zachary and Sampath, Dasarathi, "Digital advertising effectiveness measurement", Technical Disclosure Commons, (April 11, 2018)